I don't climb mountains. I'm not much for hiking, I much prefer a scenic jog. I know almost nothing about construction, and I own a lawnmower that I hate to use. I love being outside, especially when a beach and some sort of cocktail is involved. But none of these facts stop me from sporting a patagonia jacket, a pair of killer Timberland hiking boots, and rocking my old school, beat-up John Deere cap.
One thing I've learned over the years is that just because you don't fit nicely into an audience demo, that doesn't mean that you don't identify with the lifestyle. This has been a heavy focus when being the Global PR and Social AOR for John Deere. Millions of people around the world wear those green and yellow hats and are announcing to the world that this is a lifestyle that I endorse. That I admire. That I identify with. This is when you've reached a special place with your brand, where your customers become your advocates and your identity becomes tied up with culture.